Utilizing Video to Increase your Marketing Reach

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“If a picture is worth a thousand words, video is worth a million.”

Utilizing video as part of your overall marketing strategy is one of the smartest ways to increase your digital reach and improve your overall conversions.

CAMP - Canadian Association of Marketing Professionals

Mike Soragnese of LA Studios and CAMP poses next to the Green Screen production facility at LA Studios in Vaughan

CAMP’s morning learning seminar was hosted this week by Mike Soragnese of LA Studios at his Vaughan based green screen production studio. Mike is a video marketing expert with years of experience both in front of the camera (he’s a regular host at Rogers Television), and behind (he’s run several video production companies, including Render Media and LA Studios, and worked in media planning and purchasing for over 10 years). The discussion was a Question and Answer style event where attendees asked everything from the costs associated with videos to maneuvering YouTube to improve Search Engine Optimization.

The statistics around videos are undeniable. Mike shared some of the following tidbits (taken verbatim from Digital Sherpa – click here for Source)[i]

  • YouTube Is The Number Two Search Engine In The World
  • Your Website Is 50 Times More Likely To Appear On The First Page Of A Search Engine Results Page If It Includes Video
  • 80% Of Your Online Visitors Will Watch A Video, While Only 20 Percent Will Actually Read Content In Its Entirety
  • 75% Of Users Visit The Marketer’s Website After Viewing A Video

All that aside, before a marketer or business owner should spend a single dollar on a video, Mike suggests they first ask themselves the question – what is the objective of the video? This is an imperative first step, as this answer will dictate the time, budget, and effort that should be expended into the video. If the purpose is to educate (on a complicated topic, such as Errors and Omissions insurance), then this will require a different focus than a video meant to convert clients into purchasing a product or service. Never seek to produce a video solely to have it go viral Unfortunately, it’s very unpredictable, luck almost. We can only speculate what makes a video go viral and their are no guarantees, so the objective of a video should never soley be to have it go viral. Having a solid online marketing strategy is the best route and if it goes viral “organically”, that’s a bonus.

As a video professional, Mike has seen budgets that range from $1000 to $100,000 and is a strong proponent of digital based plans. “The cost effectiveness utilizing the web is undeniable. Budgets can go so much further online than traditional media such as television,” he commented, “And marketers can target through social media like Facebook so that those seeing the video is their exact target market.

While marketers must determine the best use of budgets, video should be an important part of their overall digital marketing strategy.

 

SOURCE:

[i] 25 Amazing Video Marketing Statistics, Digital Sherpa, January 9, 2014 http://www.digitalsherpa.com/blog/25-amazing-video-marketing-statistics/

 

Raised in a small town in Newfoundland, Nadine headed west after graduating and fell in love with the bustle of Toronto. Her true passion is marketing and she’s spent the last 15 years in marketing roles, and is the co-founder and CEO of the Canadian Association of Marketing Professionals (CAMP). When she’s not connecting with other marketers through CAMP, Nadine is at the soccer field, gym, or swimming pool cheering on her two favourite munchkins, trying not to become that mom everyone fears.

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